The National Trust is a registered charity that looks after special places. We’re a UK conservation charity, protecting historic places and green spaces and opening them up for ever, for everyone. We protect historic houses, gardens, mills, coastline, forests, woods, fens, beaches, farmland, moorland, islands, archaeological remains, nature reserves, villages and pubs.

The Trust has over 4 million members and every year welcomes around 19 million visitors to its properties and special places. As a not-for-profit organisation managed by a small Board of Trustees, it is completely independent of government. Its funding is generated entirely from membership fees, donations, legacies and revenue raised from its commercial activities such as its National Trust shops and catering business.

Edition 17 The use of social media in promotion

This marketing mix case study looks at how the National Trust is now adopting a new strategy and modern marketing techniques to excite a younger audience, generate new members and enhance its position as an employer with young people.

  1. Introduction
  2. The marketing mix
  3. The purpose of promotion
  4. Above-the-line promotion
  5. Below-the-line promotion
  6. Conclusion